Emotional and Cultural Value Drives New Year Decor Purchases
Consumer behavior in 2026 is shifting from pure practicality toward seeking "emotional value" in New Year decorations .
Key Consumer Priorities:
Auspicious Symbolism: Products with "fortune," "prosperity," and "success" themes are top choices, with searches for "horses bring wealth" more than doubling
Cultural Identity: "National wave" (Guochao) design elements, including fireworks, lion dances, sugar-coated hawthorns, kites, and lucky fish, are increasingly favored by consumers
Product Innovation: The top-selling New Year decorations include decorative lanterns, "prosperity buckets," New Year photo props, horse-themed ornaments, and good-luck figurines, with New Year photo props and prosperity buckets seeing sales growth over 100%
Brand Insight: Heritage brands like the Palace Museum are capitalizing on this trend with museum-themed cultural products. "Horse Year cultural and creative" product searches have grown nearly 1,000%, reflecting strong consumer interest in cultural heritage and authenticity .
